Building A Brand From The Ground Up: Fresh & Easy Tells Its Story In Pack Expo Keynote

The Creation of a Distinct Consumer Experience from Packaging to Checkout

Arlington, VA; July 10, 2009 – Launching a new retail brand that will attract consumers – and keep them coming back – is no easy task.  Steve Ryder, Store Design and Planning Director, Fresh & Easy Neighborhood Market, and Kevin O’Donnell, Founder, thread collaborative, will offer a firsthand look at the company’s unique approach to building a complete brand experience in a keynote address at PACK EXPO (October 5-7; Las Vegas Convention Center;  www.packexpo.com). The address will be delivered on Wednesday, October 7. 

Titled “Day One to Doors Open and Beyond – Fresh & Easy Builds a Totally Branded Experience,” Ryder and O’Donnell will provide a behind-the-scenes look at how the company established itself in the U.S. and its commitment to engage consumers in new ways. Covering everything from architecture to packaging, labeling and signage, the discussion will detail the importance of unifying a variety of design elements and the role each played in helping mold the Fresh & Easy brand.

Ryder’s career began with Tesco, the parent company of Fresh & Easy Neighborhood Market, nearly 30 years ago. Before assuming his current role in the U.S, Ryder led the UK Store Design and Planning team for Tesco where he was influential in many store format and design developments including Tesco Metro and Tesco Extra. Ryder also spent 18 months supporting store format and design development in Asia and Central Europe.

O’Donnell recently launched a new design firm, thread collaborative, and leads a diverse team in creating sustainable and environmentally favorable building development strategies for large retailers. In addition to working with Fresh & Easy, O’Donnell has collaborated on projects with Whole Foods Market, Wegmans, Kroger, Harris Teeter and SUPERVALU.

“Leading retailers like Fresh & Easy are redefining how consumers shop by focusing on the important role personal experience plays in communicating brand value,” says Charles D Yuska, president and CEO of PMMI. “Ryder and O’Donnell will demonstrate how a holistic approach to planning – from packaging to point of purchase to store design – can result in a unique experience for consumers and ultimately shape their purchasing behavior.”

Joining Ryder and O’Donnell on the keynote schedule is Doug Palmer, Vice President / Own Brands with The Great Atlantic & Pacific Tea Company. His presentation entitled “The Future of Retailer Packaging and Branding – the A&P Story,” will open the keynote programming on Monday October 5.

On Tuesday October 6, Andrew Abraham, vice president, Our Own Brands for SUPERVALU will challenge packaging suppliers, contract packagers and designers to bring innovative technologies and concepts to the burgeoning private label sector in the second of the Conference at PACK EXPO’s three keynote addresses.

Packaging professionals can register for the keynote addresses and the entire Conference at PACK EXPO program at www.packexpo.com. The fee for registrations received on or before September 15, 2009 will be $55 per session. After September 15, 2009, and on site, the cost will increase to $75. Registration for the exhibits at PACK EXPO is required to register for conference program sessions.

To register for PACK EXPO or obtain more information, visit www.packexpo.com or contact PMMI’s Show Department at 703.243.8555 or expo@pmmi.org.

Editor’s Note:

Please note that the Conference at PACK EXPO keynote address on Tuesday, October 6 will now be delivered by Andrew Abraham, group vice president, Our Own Brands for SUPERVALU. Abraham is taking over for Mike Witynski, who has just been named president, Shaw’s Osco and Star Market. Additional details about Andrew Abraham will be made available in the coming days.

About PMMI

PMMI is a trade association with more than 550 member companies that manufacture packaging and packaging-related converting machinery, commercially-available packaging machinery components, containers and materials in the United States and Canada. PMMI’s vision is to be the leading global resource for packaging, and its mission is to improve and promote members’ abilities to succeed in a global marketplace. PMMI organizes the PACK EXPO trade shows: PACK EXPO International, PACK EXPO Las Vegas and EXPO PACK México. Learn more about PMMI at pmmi.org 

PACK EXPO Las Vegas will be held October 5-7, 2009 at the Las Vegas Convention Center in Las Vegas, Nevada. The show will be co-located with PROCESS EXPO and Converting & Package Printing EXPO. PMMI also produces EXPO PACK México, the premier packaging show in Mexico serving the Latin American region. This show will be held June 22–25, 2010 at Centro Banamex, Mexico City, Mexico. PACK EXPO International 2010 will be held Oct. 31–Nov. 3, 2010 at McCormick Place in Chicago, Illinois. Visit www.packexpo.com for more information.